“A STUDY OF CONSUMER PREFERENCE REGARDING COCA COLA &

its PRODUCT”

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 ACKNOWLEDGEMENT
This project report bears the imprints of many people who were either directly or
indirectly involved in the successful completion of this project work. I wish to accord
my sincere gratitude to Brindavan Beverages Ltd., Bareilly for accepting me as
Summer Trainee in their esteemed organization. I expressed my sincere indebtedness
to Mr. Suneel Ghai, General Manager Marketing of coke for his able guidance &
active association & constructive suggestions, which immensely helped in the
preparation of this project at all stages.
I am thankful to Mr. P.K. Kanchan (Area & sales Manager) who has given me
ample guidance in preparation of this project.

I am grateful to Brindavan Beverages Ltd., Authorities for throwing their gates open
to all facilities & giving me an opportunity to work in a congenial environment
during the course of my involvement in this project report.

PREFACE
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Summer Training in any organization is an attempt to provide the student a practical
Input and Exposure to the Real world situation in which he has to work in future. My
training in COCA-COLA was an attempt in this direction. The project work
provided me , was a survey title based on E.D.S.(Every Dealer Survey). it was to find
out the Effect of Merchandising and Route Assessment on Productivity/Sales,
Availability of product, MKT. Condition, Demand & supply of product, Distribution
Channel, Cooler display, warm display across various outlets under 7 distributors in
Bareilly City. The Extract of the work is presented in this report under various
headings as, Introduction, Company’s Profile, Project Introduction, Methodology,
Data analysis, Suggestions and Conclusions.
This report provides me a chance to study and analyse the practical aspects of the
topic (Merchandising and Route Productivity). It enhanced my knowledge in the field
of marketing. This project also gave me the chance to improve logical thinking and
interacting patterns. While working on the project, we came to know about the latest
marketing strategies and trends prevailing in the market. The way of selling and
distribution network of Coca Cola was different.

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 TABLE OF CONTENTS

SUBJECT

1. Research Objective

2. Company Profile

3. Comparative Analysis

4. Marketing Strategy of Coke

5. Data analysis and interpretation

6. Research Methodology

7. Findings and Analysis

8. Limitations of Research

9. Field Experience

10. Recommendation

11. Conclusion

12. Annexure

13. Bibliography

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OBJECTIVE OF THE
STUDY

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 OBJECTIVE OF THE STUDY

The main objective of my Research is "A STUDY OF CONSUMER

PREFERENCES REGARDING COCA COLA & IT’S PRODUCTS".

This study also includes the following sub objectives:

 To study the market of Coca-Cola.

 To study the brand image of Coca-Cola.

 To know the effect of promotion activities on customer preference regarding

Coke.

 To identify the loyalty of customer towards Coca Cola.

 To measure the specific reasons for satisfaction and dissatisfaction level of

customer.

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INTRODUCTION OF
THE COMPANY

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 INTRODUCTION
The Coca-Cola Company exists to benefit and refresh everyone it touches. Coca-
Cola, the product that has given the world its best- known taste was born in Atlanta,
Georgia on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer,
Marketer and distributor of non-alcoholic beverage concentrates and syrups, used to
produce nearly 400 beverage brands. The corporate headquarters are in Atlanta, with
local operations in over 200 countries around the world. The Coca-Cola Company
began building its global network in the 1920s.Coca-Cola system has successfully
applied a formula on a global scale “Provide a moment of refreshment for small
amount of money a billion times a day”.
When launched Coca-Cola two key ingredients were cocaine (Benzoyl
Methylecgonine) and caffeine. The cocaine was derived from the coca leaf and the
caffeine from kola nut, leading to the name Coca-Cola (the "K" in Kola was replaced
with a "C" for marketing purposes Coca-Cola often referred to simply as Coke (a
registered trademark of The Coca-Cola Company in the United States since March
27, 1944)was invented in May 1886 by Dr. John Stitch Pemberton in Atlanta,
Georgia. The name "Coca-Cola" was suggested by Dr. Pemberton's bookkeeper,
Frank Robinson. He penned the name Coca-Cola in the flowing script that is famous
today.
Coca-Cola was first sold at a soda fountain in Jacob's Pharmacy in Atlanta by Willis
Venable. The first sales were at Jacob's Pharmacy in Atlanta, Georgia, on May 8,
1886.It was initially sold as a patent medicine for five cents a glass at soda fountains,
which were popular in the United States at the time due to the belief that carbonated
water was good for the health. Pemberton claimed Coca-Cola cured many diseases,
including morphine addiction, dyspepsia, neurasthenia, headache, and impotence.
Pemberton ran the first advertisement for the beverage on May 29 of the same year in
the Atlanta Journal. The company was formed to sell three main products:
Pemberton's French Wine Cola (later known as Coca-Cola), Pemberton's Indian
Queen Hair Dye, and Pemberton's Globe Flower Cough Syrup. [The Coca-Cola
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formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-
Cola Company in 1892.
In 1892 Candler incorporated a second company, The Coca-Cola Company (the
current corporation), Coca-Cola was sold in bottles for the first time on March 12,
1894. The first Outdoor wall advertisement was painted in the same year as well in
Cartersville, Georgia.CANof Coke first appeared in 1955. On February 7, 2005, the
Coca-Cola Company announced that in the second quarter of 2005 they planned to
launch a Diet Coke product sweetened with the artificial sweetener sucralose, the
same sweetener currently used in Pepsi One. On March 21, 2005, it announced
another diet product, Coca-Cola Zero, sweetened partly with a blend of aspartame
and acesulfame potassium. On July 5, 2005, it was revealed that Coca-Cola would
resume operations in Iraq for the first time since the Arab League boycotted the
company in 1968.In India, Coca-Cola ranked third behind the leader, Pepsi-Cola, and
local drink Thumps Up. The Coca-Cola Company purchased Thumps Up in 1993. As
of 2004, Coca-Cola held a 60.9% market-share in India.
Coca-Cola was the first commercial sponsor of the Olympic games, at the 1928
games in Amsterdam, and has been an Olympics sponsor ever since. Special
aluminum bottle designed exclusively for the Vancouver 2010 Olympic Winter
Games Torch Relay. This corporate sponsorship included the 1996 Summer
Olympics hosted in Atlanta, which allowed Coca-Cola to spotlight its hometown.
Since 1978, Coca-Cola has sponsored each FIFA World Cup, and other competitions
organized by FIFA. In fact, one FIFA tournament trophy, the FIFA World Youth
Championship from Tunisia in 1977 to Malaysia in 1997, was called "FIFA — Coca
Cola Cup". In 2010 it was announced that Coca-Cola had become the first brand to
top £1 billion in annual UK grocery sales.

Ingredients
 Carbonated water
 Sugar (sucrose or high-fructose corn syrup depending on country of origin)
 Caffeine
 Phosphoric acid v. Caramel (E150d)
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  Natural flavorings

A Can of Coke (12 fl ounces/355ml) has 39 grams of carbohydrates (all from

sugar, approximately 10teaspoons), 50 mg of sodium, 0 grams fat, 0 grams
potassium,140calorie.

Formula of natural flavorings The exact formula of Coca-Cola's natural flavorings

(but not its other ingredients which are listed on the side of the bottle or can) is a
trade secret. The original copy of the formula is held in SunTrust Bank's main vault
in Atlanta. Its predecessor, the Trust Company, was the underwriter for the Coca-
Cola Company's initial public offering in 1919. A popular myth states that only two
executives have access to the formula, with each executive having only half the
formula. The truth is that while Coca-Cola does have a rule restricting access to only
two executives, each knows the entire formula and others, in addition to the
prescribed duo, have known the formulation process.

LOGO THE FAMOUS COCA-COLA LOGO WAS CREATED BY JOHN

PEMBERTON'S BOOKKEEPER, FRANK MASON ROBINSON, IN 1885.
ROBINSON CAME UP WITH THE NAME AND CHOSE THE LOGO'S
DISTINCTIVE CURSIVE SCRIPT.

The typeface used, known as Spenserian script, was developed in the mid 19th
century and was the dominant form of formal handwriting in the United States during
that period.

Robinson also played a significant role in early Coca-Cola advertising. His

promotional suggestions to Pemberton included giving away thousands of free drink
coupons and plastering the city of Atlanta with publicity banners and streetcar signs.

The World’s Most Powerful Brand

Inter brand’s Global Brand Scorecard for 2003 ranked Coca-Cola the #1 Brand in the
World, estimated its brand value at $70.45 billion .The ranking’s methodology
determined a brand’s valuation on the basis of how much it was likely to earn in the

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future, distilling the percentage of revenues that could be credited to the brand, and
assessing the brand’s strength to determine the risk of future earnings forecasts.
Considerations included market leadership, stability, and global reach, incorporating
its ability to cross both geographical and cultural borders.

From the beginning, Coke understood the importance of branding and the creation of
a distinct personality. Its catchy, well-liked slogans (“It’s the real thing” (1942, 1969),
“Things go better with Coke” (1963), “Coke is it” (1982), “Can’t beat the Feeling”
(1987), and a 1992 return to “Can’t beat the real thing”) linked that personality to the
core values of each generation and established Coke as the authentic, relevant, and
trusted refreshment of choice across the decades and around the globe.
Franchised production model
In 1899, it franchised its bottling operations in the U.S., growing quickly to reach 370
franchisees by 1910.The company operates a franchised distribution system dating
from 1889 where The Coca-Cola Company only produces syrup concentrate which is
then sold to various bottlers throughout the world who hold an exclusive territory.
The company produces concentrate, which is then sold to licensed Coca-Cola bottlers
throughout the world. The bottlers, who hold territorially exclusive contracts with the
company, produce finished product in cans and bottles from the concentrate in
combination with filtered water and sweeteners. The bottlers then sell, distribute and
merchandise Coca-Cola to retail stores and vending machines. Such bottlers include
Coca-Cola Enterprises, which is the largest single Coca-Cola bottler in North
America and Western Europe. The Coca-Cola Company also sells concentrate for
soda fountains to major restaurants and food service distributors.

In general, The Coca-Cola Company (TCCC) and/or subsidiaries only produces (or
produce) syrup concentrate which is then sold to various bottlers throughout the
world who hold a Coca-Cola franchise. Coca-Cola bottlers, who hold territorially
exclusive contracts with the company, produce finished product in cans and bottles
from the concentrate in combination with filtered water and sweeteners. The bottlers

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then sell, distribute and merchandise the resulting Coca-Cola product to retail stores,
vending machines, restaurants and food service distributors.

One notable exception to this general relationship between TCCC and bottlers is
fountain syrups in the United States, where TCCC bypasses bottlers and is
responsible for the manufacture and sale of fountain syrups directly to authorized
fountain wholesalers and some fountain retailers.

The Coca-Cola Company only produces a syrup concentrate, which it sells to bottlers
throughout the world, who hold Coca-Cola franchises for one or more geographical
areas. The bottlers produce the final drink by mixing the syrup with filtered water and
sweeteners, and then carbonate it before putting it in cans and bottles, which the
bottlers then sell and distribute to retail stores, vending machines, restaurants and
food service distributors. The Coca-Cola Company owns minority shares in some of
its largest franchises, like Coca-Cola Enterprises, Coca-Cola Amatil, Coca-Cola
Hellenic Bottling Company (CCHBC) and Coca-Cola FEMSA, but fully independent
bottlers produce almost half of the volume sold in the world. Independent bottlers are
allowed to sweeten the drink according to local tastes. The bottling plant in Skopje,
Macedonia, received the 2009 award for "Best Bottling Company".

INDIAN HISTORY
India is home to one of the most ancient cultures in the world dating back over 5000
years. At the beginning of the twenty-first century, twenty-six different languages
were spoken across India, 30% of the population knew English, and greater than 40%
were illiterate. At this time, the nation was in the midst of great transition and the
dichotomy between the old India and the new was stark. Remnants of the caste
system existed alongside the world’s top engineering schools and growing
metropolises as the historically agricultural economy shifted into the services sector.
In the process, India had created the world’s largest middleclass, second only to
China.

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A British colony since 1769 when the East India Company gained control of all
European trade in the nation, India gained its independence in 1947 under Mahatma
Ghandi and his principles of non-violence and self-reliance. In the decades that
followed, self-reliance was taken to the extreme as many Indians believed that
economic independence was necessary to be truly independent. As a result, the
economy was increasingly regulated and many sectors were restricted to the public
sector. This movement reached its peak in 1977 when the Jantaparty government
came to power and Coca-Cola was thrown out of the country.
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather
than reveals its formula to the government and reduces its equity stake as required
under the Foreign Exchange Regulation Act (FERA) which governed the operations
of foreign companies in India. After a 16-year absence, Coca-Cola returned to India
in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the
nation's top soft-drink brands and bottling network. Coke’s acquisition of local
Popular Indian brands including Thums Up (the most trusted brand in India21),
Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing,
bottling, and distribution assets but also strong consumer preference. This
combination of local and global brands enabled Coca-Cola to exploit the benefits of
global branding and global trends in tastes while also tapping into traditional
domestic markets.
Leading Indian brands joined the Company's international family of brands, including
Coca-Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000,
the company launched the Kinley water brand and in 2001, Shock energy drink and
the powdered concentrate Sunfill hit the market. While The Coca-Cola Company is a
global company with some of the world's most widely brands, the Coca-Cola
business in India, as in each country where it operates, is a local business.
After a 16-years absence, Coca-Cola returned to India in 1993. The Company's
presence in India was cemented in November that year in a deal that gave Coca-Cola
ownership of the nation's top soft-drink brands and bottling network. Coca-Cola India
has made significant investments to build and continually improve its business in

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India, including new production facilities, wastewater treatment plants, and
distribution systems and marketing equipment

 During the past decade, the Coca-Cola system has invested more than US$ 1
billion in India
 Coca-Cola is one of the country's top international investors by2003; Coca-
Cola India had won the prestigious Woodruff Cup from among 22 divisions of
the Company based on three broad parameters of volume, profitability, and
quality.
 In 2003, Coca-Cola India pledged to invest a further US$100 million in its
operations
 In India, we indirectly create employment for more than 125,000 people in
related industries through our vast procurement, supply and distribution
system
 Virtually all the goods and services required to produce and market Coca-
Cola locally are made in India
 The Coca-Cola system in India comprises 27 wholly-owned company-owned
bottling operations and another 17 franchisee-owned bottling operations.

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COKE BRANDS IN INDIAN ORIGIN

COCA-COLA: Developed in a brass pot in 1886, Coca-Cola

is the most recognized and admired trademark around the globe.

Not to mention the best selling soft drink in the world.

SPRITE: In 1961, a citrus-flavored drink made its U.S. debut,

using "Sprite Boy" as inspiration for its name. This elf with

silver hair and a big smile was used in 1940s advertising for

Coca-Cola. Sprite is now the fastest growing major soft drink in

the U.S., and the world's most popular lemon-lime soft drink.

FANTA: The name "Fanta" was first registered as a trademark in Germany in 1941,

when it was used for a few years for a soft drink created from

available materials and flavors. The name was then revived

in 1955 in Naples, Italy, when it was used for the "Fanta"

orange drink we know today. It is now the trademark name

for a line of flavored drinks sold around the world.

DIET COKE: The extension of the Coca-Cola name began in

1982 with the introduction of diet Coke (also called Coca-Cola

light in some countries). Diet coke quickly became the

number- one selling low-calorie soft drink in the world.

LIMCA:

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This is thirst-quenching beverage features a fresh and light lemon-lime taste and a

lighthearted attitude. The Limca brand was introduced in 1971 and acquired by the

Coca-Cola Company in 1993.

MAAZA:

Maaza, launched in 1984 and acquired by The Coca-Cola

Company in 1993, is a non carbonated mango soft drink with a

rich, juicy m natural mango taste.

THUMPS UP :

In 1993, The Coca-Cola Company acquired this brand, which

was originally introduced in 1977. Its strong and fizzy taste

makes it unique carbonated Indian Cola.

KINLEY WATER:

This is thirst-quenching beverage features fresh the fresh water

with the saturated oxygen level.

VISION

 The long-term vision of Coca-Cola in India is to provide exceptional strategic

lead to the Coca-Cola in India.

 Through Coca-Cola system resulting in consumer & customer preference and

loyalty through Coca-Cola is commitment to them and in a highly profitable

Coca-Cola Corporate branded beverage system.

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MISSION

The mission of coca cola in India is:

 Increase in shareholder's value over time.

 To achieve the above by working with business partners to deliver satisfaction

and value to customers and consumers through world wide system of superior

brand and services thus increasing the brand equity.

 To achieve the mission the company seeks the contribution from each of the

given areas:

 People working in the company.

 Commitment of the company.

 Goals & objectives of the company.

 Environmental policy.

 Internal control.

 Policy & producers.

BRINDAWAN BEVERAGES LTD.

In the network of the Coca-Cola system, Coca-Cola has either of the two
bottling operation done far the company.

1. COBO (Company Owned & Operated Bottling Operation).

2. FOBO (Franchise Owned & Operated Bottling Operation).

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 After 1993, when coca cola re enters Indian market, done a lot of changes in the
existing system of the soft drink market prevailing in India, by acquiring the
major brands and the bottling operations from Parle.
 After this company founded some of its own bottling operation in India.
 In year 1997, company did a major investment of $700 million in India by
purchasing other bottling operations, all around India and introduces new
technology in them.
 These bottling plants are called Company Owned and Operation Bottling
Operation.
 Company has full ownership and operational right for these type of operations.
 The other type of bottling operation for the company are called Franchise Owned
and Operated bottling Operation, to these, the company has given the right to
produce the product for the company and to supply with in the territory assigned
by the company.
 Company has no ownership or operational right/control over these.

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 INTRODUCTION OF
THE TOPIC

MARKETING MIX AND STRATEGY OF COKE

Marketing mix of any organization consists of 4 P's i.e. product, price, place and
promotion having its own significance, which varies from one organization to the
other. In Coca-Cola the information about all the 4 P's that can be available to me is
given here:

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PRODUCT: Product mix of Coca-Cola consists of the various brand packs and
flavors given in the table. Product strategy of the Coca-Cola is to promote all the
brands available in all the brands packs and to introduce the product in new flavors
and. even new product. Regarding this Kinley soda is introduced. Fanta in green
apple flavor is also introduced.

PRICE: Regarding the pricing policy or the price to the distributor is not disclosed to
me, but as done for the different product of the company, company has priced the
product same as that of its major competitor or the market leader.

PLACE: The Coca-Cola Company in India is governed from its corporate office
located at Gurgaon in Haryana. It governs the working of five zones covering whole
India these zones are: - Northern zone, Eastern zone, Western zone, Southern zone
and Andhra Pradesh zone. These zones are divided in to various, plants, which
govern the area assigned to them. The areas are the various distribution centers called
distributors and C&F agents. Then comes the retailers/customer for the company's
product, they receive goods from distributors and C&F agents. Finally consumer is
there, having the product from the customer's shops or delivered to their home, it is
more clearly visible through this chart. The Coca-Cola Company, which gave its
reach to the mouth of billions of people all around the world having a wide
distribution, network. Distribution network is the biggest strength of the company.

PROMOTION: This part of the marketing is playing a very vital and important role
in the current situation in India. Looking at the competition and promotion and
advertising budget of both the companies coca cola and Pepsi, one can easily estimate
the importance of this.

BRANDING

What is a brand? A brand is name, term, sign, symbol or design or a combination of

them which is intended to identify the goods or services of one seller or group of
sellers and to differentiate them from those of competitors. A Trade mark is "a brand

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or a part of brand that is given legal protection because it is capable of exclusive
appropriation."

Manufacturers can use their own brands (known as Manufacturers' brands) or brands
of their distributors (Distributors' brands).

Why branding?

Manufacturers/ distributors use brand names for a variety of reasons from simple
identification purposes to having legal protection for unique features of the products
from imitations and help consumers recognize certain quality parameters. In some
cases, brands are just used to endow the product with unique story and character
which itself can be a basis for product differentiation.

Special importance of brands for soft drink products

While brands can represent all types of goods or entities, they have special
importance for products. Brand equities are stronger in soft drink products as the
consumer is reluctant to try unknown brands/ unbranded products for the following
reasons

 These products individually account for a small part of household spending.

 Most of these products are for personal use.
 In many cases, it is difficult to differentiate a product on technical or functional
grounds and therefore the consumer is reluctant to switch to an unknown brand.
 Successful brands generate strong cash flows, which enable the owner of the
brand to reinvest a part of it in the form of aggressive advertisements/
promotions. This reinforces the perceived superiority of a brand.

VALUATION OF BRANDS:

Value of a brand is represented by the incremental cash flow resulting from a product
with a brand versus a product without a brand name or with weaker brand name.
Brand valuation is a complex process and involves a lot of subjectivity. There are no
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widely accepted techniques of brand valuation. There are several considerations
which cannot be standardized or quantified such as

 To pre-empt competition from taking over a brand

 Synergy with the company acquiring existing brands/ businesses
 Strategic entry into a new product category
 Prevent damage to existing brands. Many a times stiff competition results in
price cutting, aggressive promotions, lower margins for all the competing
brands.
 Confidence in the acquirer of the brand to rejuvenate a languishing brand.

DISTRIBUTION: Marketing or Distribution channel refers to the set of marketing

intermediaries which manufacturer's link together to reach their products to the
ultimate consumers. Depending on the product, nature of market and manufacturers'
resources/strategy, there can be one or more links between the manufacturer and
consumer.

 Manufacturer – Retailers
 Manufacturer - Wholesalers – Retailers
 Manufacturer - Stockiest - Wholesalers - Retailers.

RETAILING: In India, there are over 5 million retail outlets dispersed all over the
country. The retailing industry provides employment to over 18mn people. 1 out of
every 25 families in India is engaged in the business of retailing. Ownership and
management are predominantly family controlled. However in sharp contrast to
developed countries, unit average size of a retail outlet in India is very small.

Organized retailing, however, has been a recent phenomenon and is relatively

undeveloped. There are no large super market chains/ shopping malls. Consumers are
unwilling to pay a premium for convenience shopping as their counterparts in the
western countries do. While small chain stores called Apna Bazaars and Saharans
Bhandaars, which offer products at reasonable prices, have been fairly popular,

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Department Stores and Food Stores are slowly gaining popularity. A large number of
corporate have recently ventured into retailing.

The retail outlet in India can be broadly categorized as follows:

- Grocery stores
- General purpose stores
- Food stores
- Pan bidi shops
- Chemist/ drug stores
- Cold chains
The relative share of grocers dropped from over 50% in the early 90's to 35%
in the late 90's. Chemist outlets on the other hand, have been expanding their product
range to include high margin FMCG products from shampoos to ketchup. Pan-wallas
are also emerging as full fledged consumer product outlets.

Themes for Coca-Cola Advertising

MARKETING

Direct marketing: In direct marketing manufacturers reach the consumers directly.

Direct marketing can be undertaken in several ways such as mail order, own retail
outlets, mobile vans etc. A new innovative approach to direct marketing viz

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multilevel marketing is becoming increasingly popular. Also gaining ground slowly is
E-tailing i.e. selling products through the internet.

Market Research Market research activities encompass studies on:-

- market characteristics
- measurement of market potential and size,
- market share analysis,
- competitive products,
- new products acceptance/ product preference,
- sales (region wise, consumer wise etc) analysis,
- short/ long term sales forecasting,
- advertisement effectiveness
- post-shipment data (actual shipment by manufacturers),
- retail stores audit (actual sales at sample outlets)
- trade feedback and distribution,
- Brand recall, point of sale material etc.

It requires skilled people for data collection as well as analysis. Several large
consumer companies have in-house MR department. Size of operations of major
players has increased to national and international markets.
- Marketing executives are physically away from the market and hence the need
for flow of information.
- In the environment of increasing competition and multiple products competing
for consumers' preference information about the market has tremendous utility.
- Information is required for segmenting the market and appropriate pricing and
positioning of the products.

MARKET RESEARCH APPROACH:

Typically, a market research activity involves the following 5 steps,

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1. Problems definition: This forms the basis of research and failure to identify the
problem precisely will result in finding a correct solution for a wrong
problem.
2. Research design: The next step is to set out objectives of research clearly,
determined data collection methods to finalize research instruments and
sampling plan.
3. Field work: After finalization of research design, the actual data collection
begins. It can be done by the agency on its own or through subcontracting to
third parties. Data is collected by questionnaires/ direct interviews, telephonic
interviews, simple observation etc.
4. Data analysis: The next step forms the heart of research activity. It involves
extracting meaningful information from the data collected and analyzing the
information statistically and also from business perspective. Statistical
techniques include simple/ multiple linear programming models, time series,
exponential series, regression analysis, simulation, Marko chain process etc.
5. Report preparation: The final step is to prepare a report, present major findings
in a manner amenable to managerial decision taking. There may be some follow
up and revalidation required.

TEST MARKETING:

Test marketing refers to testing out product and marketing mix with a small number
of well chosen consumers which are representative of the target segment. Test
marketing is frequently used by consumer companies, in contrast to industrial
companies which prefer feedback through informal channels. Test marketing
improves knowledge of target consumers, potential sales and is an effective tool to
pre-test alternative marketing plan. In most products, it is important to check trial
rates as well as re-purchase rates.

CONSUMER'S PANELS:

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Consumer panels refer to a set of consumers with different demographic
characteristics (so as to be representative of target population) who agree to co-
operate in market research, typically for a consideration. Market research agencies
and companies try to collect information on buyer's characteristics by introducing a
new product to the consumer panels. The firm estimates trials as well as the repeat
purchasing by this method. There are statistical models to forecast market shares,
demand, brand switching etc.

ADVERTISING AND PROMOTION:

Advertising consists of non-personal form of communications. The communication is

conducted through trade media under player sponsorships. Advertising aims at
providing information about the product arouse demand for the product and
emphasize on superior features of the advertised product over others. Players have to
decide on overall advertisement budget, message and mode of presentation, type of
media, timing etc. They invariably do post audit of advertising efficacy.

Promotions are of two type’s viz. pull promotions where consumers are incentivized
and push promotion where dealers/ retailers are incentivized. There are several forms
of promotion such as distributing free samples, discount coupons, gift offers for
consumers and target based incentives and display schemes etc for retailers.
Marketers also sponsor charity programs, sports etc to promote corporate/ brand
image.

DISTRIBUTION MANAGEMENT

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Distribution management is a logistics control process that applies situational
understanding from both the operational and logistical common operating pictures in
order to dynamically control and synchronize the flow of materiel through the
distribution pipelines, including retrograde and lateral distribution. The last part of
the definition - retrograde and lateral distribution - is critical to future success and is
often overlooked in distribution management schemes.

Our ability to move materiel in any direction through the pipelines provides an
economy of effort that actually becomes a force multiplier. In this manner,
distribution management becomes a key enabler of logistics transformation, by
reducing materiel requirements to only those that are needed and by leveraging stock
age positioning to reduce the total cost of sustainment.

Distribution Management: - When you're operating multiple plants over a large

geographical area, knowing exactly what you have and where it's located can be a
tremendous competitive advantage. Frontier's Distribution Management components
allow you to access real-time inventory and shipping information across your
enterprise, as well as historical audits that can help with planning for the future. With
Frontier, you'll always know your inventory requirements and availability for every
product, at every plant.

You can instantly find transit status for parts and finished goods. Frontier helps you
plan more efficient truck loading and shipping routes. You'll also enjoy shipping and
billing that is tightly integrated from the initial sale through Accounts. A definition of
dynamic control is also required before we go further. Dynamic control is the
distribution manager's ability to rapidly set and change priorities and modes of
transportation in response to the war fighter's requirements. If Quartermasters cannot
dynamically control the delivery of supplies and materiel, we remain at the mercy of
the transportation system and will be forced into the comfort and expense of a stock
age-based supply system.

DISTRIBUTION MANAGEMENT PRODUCT MODULES

26
  Advanced Forecasting
 Advanced Pricing
 Advanced Stock Valuation
 Agreement Management
 Bulk Stock Valuation
 Enterprise Facility
 Planning Inventory Management

DAILY SHIPPING ACTIVITIES AT COCA-COLA

BSR-(Bonded storage area)

1. Daily report
2. Physical stock verification
3. Full movement report
4. RG 1
5. Leakage and Breakage Report
6. Stock covered with tarpaulin
7. Shipping office house keeping

EMPTY

1. Check for pending ERA

2. Breakage report
3. Physical stock verification
4. Breakage handing over to store
5. House keeping of empty yard

PRODUCT RANGE

27
FLAVOUR INGREDIENTS PACK PRODUCT COMPANY

Cola Cola Flavour 200Ml. Coke, Coca-Coal

carbonated water 300Ml. Thumps up

sugar 500Ml.

1.5 Litre

2 Litre Pepsi Pepsi

Orange Orange Flavour + 200Ml. Fanta Coca-Cola

Carbonated Water+ 300Ml.

Sugar 500Ml.

1.5 Litre

2 Litre Miranda Pepsi

Fruit Juice Mango Pulp+ 250 ML Maaza Coca-Cola

Treated water+

sugar Slice Pepsi

Cloudy Lemon Flavor + 200Ml. Limca Coca-Cola

Lemon Carbonated Water+ 300Ml.

Sugar 500Ml.

1.5 Litre

2 Litre Miranda Lemon Pepsi

28
Clear Lemon Flavour+ 200Ml. Sprite Coca-Cola

Lemon Carbonated Water + 300Ml.

Sugar 500Ml.

1.5 Litre 7’Up

2 Litre Dew Pepsi

"COMPARATIVE ANALYSIS OF COKE & PEPSI"

 Coca-Cola being 11 years older than Pepsi has dominated the scene in most of the
soft drink markets in the world and enjoying leadership in terms of market share.
 But the Coca-Cola people are finding it hard to keep away Pepsi, which has been
narrowing the gaps regularly. The two are posing threats to each other in every
nook and corner of the world.
 While Coca-Cola has been earning most of its bread and butter through beverage
sales, Pepsi has a multi products portfolio with some portion from the same
business.
 The two warriors are face to face once again here in India with different strategies
and tactics to attack the rival.

29
 Coca-Cola is focusing upon the joint ventures with the existing bottlers franchise
owned bottling operations to enhance its control on manufacturing and marketing
of its products range and attain the quality standards of its class.
 Countering it Pepsi has taken the battle in its own hands by floating as investment
of $ 95 billion to set Pepsi Company.
 India holdings, as subsidiary for company owned bottling operations. Both the
companies are following different path to reach the same destiny i.e. to fetch the
bigger portion of aerated soft drink market.
 Both consider India a huge potential market, as per capita consumption here is a
mere 3 serving annually against the world average of 80.
 Therefore, they are putting in their best efforts to woo the Indian consumer who
has to work for 1.5 hours to buy a bottle of soft drink. in comparison to the
international norms minutes, a major hurdle to cross over for both the athletes for
getting no.1 position comparison to the inter. Coca-Cola is well set with its 53
bottling sites throughout the country giving it an edge over competition by
processing a well-built bottling and distribution set-up.
 On the other hand, Pepsi, with two more years in India, has been able to set an
image of a winner in India and has been able to get the pulse of the India soft
drink market. The soft drink giants are leaving on stone unturned and her for the
long terms.
 Coca-Cola has been penetrating the market through its wide product range with a
determination to change consumption pattern of soft drink in India.
 Firstly, they upgraded the whole industry by introduction 300 ml bottles, which in
turn had given the industry a booming growth of 20% as compared to the earlier
5%.
 They want to develop a coca culture here and are working on a strategy to offer
soft drink in every possible package. in coca-cola camp, the idea of competition
has not come from Pepsi, but from the other beverages such as tea, coffee, nimbu
pani, water etc. Pepsi is quite aggressive in its approach to Indian consumer.

30
 They are desperately working on the strategy to be winners in the hot cola war
between two big barons.
 According to Pepsi philosophy, it’s the madness that encourages executive to
think, to conjure up those creative tactics to knock the fizz out their competition.
Pepsi had plumbed a large on the visibility of its blue red and white logo.
 they have been going with aggressive marketing by putting Amir khan, Akshay
Kumar and their advertisement to endorse their brand, the role models for its
targeted consumer the teenagers.
 They have increased the fizz in the market place by introducing the dispensers
called fountain Pepsi and has been enjoying a lead over its rival there. Coca-Cola
on the other hand, has been working on the saying slow and steady wins the race’s
side by retailing to every more of its competitor.
 They have procured the shield of thumps up with a handsome market share in
Indian soft drink market.
 Countering Pepsi’s international commercial that used two chimpanzees to cock a
snoop at coke, thumps up come with the ad line, don’t be Bandar, taste the
thunder. also thumps up has been positioned now very near to that young image of
Pepsi and giving it a though time.

31
 DATA ANALYSIS
AND
INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

TABLE- 1
PREFER TO HAVE COLD DRINKS

Response No of Respondent Percentage (%)

Yes 100 100%

No 00 00%
Total 100 100%

32
 TABLE- 2
DO YOU LIKE COLD DRINKS?

RESPONSE NO. OF RESPONDANT PERCENTAGE

YES 100 100%

NO 00 00%

TOTAL 100 100%

33
 TABLE- 3
CONSUMPTION OF COLD DRINKS IN A DAY

Response
No of Respondent Percentage (%)
(Time a day)
Less than 2 54 54%
2–4 35 35%
More than 4 + 11 11%
Total 100 100%

34
 TABLE- 4
PREFERENCE OF FLAVORS’

Flavour No of Respondent Percentage

Cola 41 41%
Citric 26 26%
Lemon 21 21%
Orange 10 10%
Others 02 02%
Total 100 100%

35
 TABLE- 5
PREFERENCE OF BRAND NAME

Response No of Respondent Percentage (%)

Yes 56 56%
No 39 39%
Can’t Say 05 05%
Total 100 100%

36
 TABLE- 6
FACTORS INFLUENCES CHOOSING PARTICULAR BRAND

Response No of Respondent Percentage (%)

Brand 28 28%
Flavour 48 48%
Advertisement 06 06%
Chilled 18 18%
Total 100 100%

37
 TABLE- 7
OPINION TOWARDS POPULAR BRAND

Brands No of Respondent Percentage (%)

Coke 58 58%
Pepsi 21 21%
Others 21 21%
Total 100 100%

38
 TABLE- 8
AVAILABILITY IN RETAILER’S SHOP

Response No of Respondent Percentage (%)

Cola 61 61%
Citric 30 30%
Fruit flavored 9 9%
Total 100 100%

39
 TABLE- 9
AVAILABILITY IN COLLEGE CANTEEN/LOCALITY/COLONY

Brand No of Respondent Percentage (%)

Coke 51 51%
Pepsi 47 47%
Others 02 02%
Total 100 100%

40
 TABLE- 10
OPINION TOWARDS TASTE
IN A COLA FLAVOR.

Brand No of Respondent Percentage (%)

Coke 75 75%
Pepsi 25 25%
Total 100 100%

41
 TABLE- 11
IN CITRIC FLAVORED?

Brand No of Respondent Percentage (%)

Mountain Dew 41 41%

7`Up 30 30%
Sprit 29 29%
Total 100 100%

42
 TABLE- 12
IN ORANGE FLAVORED?

Brands No of Respondent Percentage (%)

Miranda Orange 64 64%
Fanta 28 28%
Others 08 08%
Total 100 100%

43
 TABLE- 13
IN MANGO FLAVOUR.

Brands No of Respondent Percentage (%)

Mazza 37 37%
Slice 22 22%
Others 41 41%
Total 100 100%

44
 TABLE- 14
CAUSE OF CHOOSING BRAND

Subject No of Respondent Percentage (%)

Blend 20 20%
Brand Image 38 38%
Availability 26 26%
Advertisement 16 16%
Total 100 100%

TABLE- 15
45
 MOST APPEALING BRAND ADVERTISEMENT

Brands No of Respondent Percentage (%)

Coke 52 52%
Pepsi 48 48%
Total 100 100%

TABLE- 16
OPINION TOWARDS PRICING STRATEGY
46
Response No of Respondent Percentage (%)

Yes 64 64%
No 22 22%
Can`t Say 14 14%
Total 100 100%

47
 RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY

48
The success of any survey is depends upon resources, quality and timing and integrity
of the surveyor who compiles the primary data. So it is a very important task is to
manage all the available resources which make impact on the quality of survey.

RESEARCH DESIGN
Descriptive Research

Approach-
The approach behind a surveyor the project varies with the purpose of the survey.
Under this report, "quantitative" approach is used which is concerned with the
objective assessment of the availability and display that is clearly visible and
can be easily quantified. No subjective assessment is involved in this report.

Area of Survey-For performing any survey a sample is selected from the population.
All the consumers are chosen from different location of Barielly City.

Planning: For a successful compilation and best result within a limited time the
planning was must. In this way the first step was to design an appropriate data form
we can say it questionnaire that covers all the mandatory areas of information that is
to be analyzed. The data form which I was used to collect data was designed by my
immediate supervisor.

Sampling Design

Design is the plan, structure & strategy of investigation conceived so as to attain

answer to questions' to survey and to control the variances. According to this project's
/ survey's purpose the analytical, interpretive/objective design was chosen.

Data Collection Method:

 Primary Data
 Secondary Data

The two sources for data collection are documentary or secondary and field or

49
primary is used. Because I have to collect the information, which is fickle in nature,
the availability and display of the product changes even each and every day, therefore
questionnaire is selected as the survey instrument. The forms used for the survey
were close-ended questionnaire consisting of various items.

I have covered Bareilly City & took data of different areas it was great to visit
company like "Coca-Cola", season like "summer" and product like "Cold Drink",
combining all the factors together make the sample design for the project very
important for the real extract from the market. According to my judgment and to
cover all the major areas the sample was selected. The sample size was 100
consumers.

Statistical Tools: Representation of statistical data by diagram, graphs, charts or

pictures is more effective than tabular representation being easily intelligible to a
layman, indeed diagrams is most essential whenever it is required to convey any
statistical information to the general public.

The more important types of diagram which are use in statistical work are:-

1. Bar Diagram : Mode of diagrammatic representation of data is the bar diagram. In

this method bar of equal width are taken for the different items of the series. The
length of the bar represents value of the variables concerned.

2. Pie Chart : It is a circle whose area is divided proportionately among the different
components by straight lines drawn from the center to the circumference of the circle.
When statistical data are given for a number of categories and we are interested in the
comparison of various categories or between a part of the whole, such a diagram is
very helpful in effectively displaying the data.

Sample Size : 100

Type of Sampling : Convenience Sampling.

50
FINDING AND
ANALYSIS

FINDING AND ANALYSIS

51
STRENGTH:
 Coca-cola Potential brands position in the market.
 Good quality and innovation of product for long term customer relationship.
 Good advertising campaign, and brand ambassador.
 Advertisement campaign more effective and change punch line make.
Emotional touch with customer and retail.
 High investment in research and development.
 Coca-cola has a good market share.
 Segment of coke product to every age group.
 To satisfy of retail or through schemes SGA, display.
WEAKNESS:
 Lack of proper distribution in many areas.
 Lack availability 1 it & 1.5 it product pack.
 Lack supply of Kinley water in the market.
 Rising No. of date dealers that will wrong effect in market condition.
 Retailers are not getting schemes at the time.
 No distribute enough signage to retailers.
OPPORTUNITY:
 Coke is able to capture large mkt. Share.
 More monopoly counters of coke brand.
 To improve market mix (Product, price, promotion, place).
 To increase the sale of Kinley water.
THREATS:
 Pepsi is the major competitors, that means watch myopia in the market every
time.
 Pepsi have captured major market of 200 ml, 300 ml, 500 ml,& 2 lt .
 Retailers divert to pepsi because they are getting good schemes & Increase
local brand in the market.

52
LIMITATION OF
RESEARCH

53
 LIMITATION OF RESEARCH

1. The area of study is limited to the merchandising and route productivity aspects of
the system, while the marketing has other crucial areas too which were left
uncharted

2. The study is limited to eastern region of coca cola which is a multinational

company, so the area plays as a constraint in the study.

3. The time period allotted for the study was only of two months, which may provide
a deceptive picture in comparison of the study based on long run.

4. The study was based on both primary and secondary data but the relevance of the
secondary data may not be justified.

5. The success of any survey depends upon the quality and integrity of the surveyor
who collect the basic data by expressing the subject under the study and on the
respondents who provides the data required by filling up the questionnaire .The
accuracy of the data collected solely depends upon the cooperation and
truthfulness of the person who is being interviewed.

6. Interaction skills as well as the behavior of the respondents also played as a

constraints during the research.

54
FIELD EXPERIENCE

55
 FIELD EXPERIENCE

1. The success of any survey depends upon the quality and integrity of the surveyor
who collects the basic data by expressing the subject under the study and on the
respondents who provides the data required by filling up the questionnaire.

2. The accuracy of the data collected solely depends upon the cooperation and
truthfulness of the person who is being interviewed.

3. Keeping this in mind i have tried my best to collect the reliable data.

4. During this process I came across a Variety of experiences some interesting and
some bitter ones.

5. After knowing the utility of the survey some of the respondents filled up the
questionnaire sincerely whereas some of the other were not interested in it.

6. However, most of respondents were friendly and cooperative and willingly filled
up the questionnaire with utmost sincerity and to best of their knowledge.

7. Barring few exceptions I had a pleasant time with respondents.

8. I hope that the respondents did not feel the interview insipid and boring.

9. I got the opportunity to interact with different people of different areas in Asansol
and Durgapur city.

56
57
RECOMMENDATIONS

58
 RECOMMENDATIONS

Doing a survey on consumers market provided a lot of insight into the dynamics of
the market place and with it valuable insights were also gained into the psyche of
consumer and owners.

1. SUPPLY

The demand of Thums up & Maaza far exceed the supply especially in case of 200ml
and pet bottles. Few shop owners’ clamed that many a times no supply is made for 3
days and some times even more.

Sometimes the delivery vans of Coca-Cola starts late from the distribution point and
that of rivals reach early .so eateries, which generally serve soft drinks in the glass,
buy the soft drinks from the delivery van which arrives first.

Salesman at the delivery van to be inconsistent on certain meters likes the concept of
broken bottles. When dealing with the shop and the eatery owners some salesman do
exchange bottles while some do not?

All flavors and all size of bottles are kindly available in the market.

2. COMPANY REPRESENTATION

Owners confirmed that Company representatives don’t come when called repeatedly.
The Company must ensure that the representatives do visit an outlet at least once in 3
days to listen and to attain to complaints, if any.

3. SALES PUSH BY EAT & DRINK OUTLET

The Company easily influenced many eatery owners, which provide them with better
facilities. There was a tendency to push the product of the Company which ever
offered them better scheme or benefits.

59
CONCLUSION

60
 CONCLUSION
 From this summer training and project titled "Merchandising and route
productivity" in Coca-Cola, I have learned a lot about real practical work being
done in the market.
 I have also watched & learned the practical applicability of the various things that
we have studied theoretically.
 I observed on the basis of survey in Bareilly city that Coca-Cola laid emphasis on
merchandising in order to become the No.1 brand in soft drink industry the report
was finds out the availability of different flavor and packs.
 Cola-Cola adopt a good customer relationship management, it is focus on the,
segment of the product because each segment is affected by different sets of factor
which hamper or enhance sales.
 Each segment had its own Pros & Cons. So we have to understand the various
segment of soft drink industry that which flavor is existing more in the market.
 Such as Thumps-up strong brand of coke which is more popular in young
generation.
 I also observe about fate dealer, sub dealer, monopoly counter & its marketing
strategy.
 Such as fate dealer is influence wrong direction to the market. They are supply
product at high margin with low scheme.
 As we know till now since ill soft drink industry the concept of brand loyalty is
not in that shape in which it is in countries.
 So company could take some steps to be to have a good report with the retailers
why supply them regularly and provide them with other monetary benefits.

61
QUESTIONNAIRE

62
 QUESTIONNAIRE

 Name of the Respondent: - …………………………

 Address: - …………………………

 Age group: -

(a) Below 15 (b) 15 – 20 (c) 20 – 25

(d) 25 – 35 (e) 35 – 45 (f) Above 45

1. Educational Background

(a) Class 10th & Below

(b) Intermediate

(c) Graduation

(d) Post-Graduation

2. Do you take cold drink?

(a) Yes

(b) No

3. If yes how frequently? (Daily)

(a) Less than 2

(b) 2 – 4

(c) More than 4

4. Which flavour do you like most?

(a) Cola

63
 (b) Citric

(c) Orange

(d) Lemon

(e) Others.

5. Do you give importance to brand name while choosing your cold drink?

(a) Yes

(b) No

(c) Can’t Say

6. Which brand you prefer most?

(a) Coke

(b) Pepsi

(c) Both

(d) Others

7. You like the particular brand of cold drink because of?

(a) Brand

(b) Flavor

(c) Advertisement

(d) Chilled

8. In your opinion which brand of cold drink is most demanded or popular?

(a) Coke

(b) Pepsi

(c) Others.

9. Which brand is more available in your retailer’s shops?

64
 (a) Cola

(b) Citric

(c) Fruit Flavored.

10. Which brand of cold drink do you find most in your college

canteen/colony/locality?

(a) Coke Brand

(b) Pepsi Brand

(c) Others.

11. In your opinion which soft drink is better taste?

 In Cola Flavor

(a) Coke

(b) Pepsi

 In Citric Flavored.

(a) Sprite

(b) Mountain Dew

(c) 7`Up

 In Orange flavored.

(a) Fanta

(b) Miranda Orange

(c) Others.

 In mango Flavored.

(a) Mazza

(b) Slice
65
 (c) Others.

12. Which brand advertisement appeals you most?

(a) Coke

(b) Pepsi

(c) Others.

13. Most effective punch line in your opinion of?

(a) Coke

(b) Thumps up

(c) Pepsi

(d) Others.

14. Do you think that the pricing strategy adopted by the cola companies

fascinate the consumer?

(a) Yes

(b) No

(c) Can’t Say

66
BIBLIOGRAPHY

67
 BIBLIOGRAPHY

1. Research Methodology, Kothari. C.R., Research Methodology Methods &

Techniques, New-Delhi, Wishwa Prakashan, edition 2003.

2. Multi Level & Direct Marketing, Branding, Kotler, Philip., Marketing

Management, Delhi, Pearson Education (Singapore) Pte. Ltd, 11th edition.

3. Marketing Strategy, Varshney, R.L. & Bhattacharya, B., International

Marketing Management, New-Delhi, Sultan Chand & Sons edition 2003.

4. Company Profile, Web-Site:- www.coca-cola.com <http://www.coca-

cola.com>

5. Merchandising & Route Productivity, www.ask-jeeves.com,

www.distributing-company.com.

6. Retailing, Company Souvenirs.

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